So we are now in a recession and sales people are the first to begin to offer explanations why they aren’t selling more products or services. As a sales person myself, I understand the issues. If you were told 50 times a day that you suck and that you should never call me ever again, I think you’d take a few hits on the psyche. There is a way to avoid the constant negative reactions of callers. Instead of calling on people you don’t know, how would you like to call on people who are expecting you to call them?
Build on the relationships you’ve already developed through the years in your community. Look to past customers for new business. You or your sales person can begin to call all of your past clients and start by getting testimonials from them. Once they are willing to give you testimonials, move on to the next step. Tell them that you would like to send their testimonial letter along with an invitation letter to at least 10 referrals of theirs. Tell them that you’ll do the same for them.
In the letter to the customer’s prospects, state that you’ll be calling them to introduce your idea of a business proposition. Tell them that you simply want to keep them in your list of references and that you’d appreciate some promotional information on their business. If they have a need for your services in the future, they will receive preferential treatment for being part of the referral network.
Studies show that more and more people will pick a trusted service before they will gamble on an unknown business with a lower price. What you want to do is develop a relationship with as many people as possible and pass the word around that you are willing to be the hub of a growing referral network.
After you receive the referral letter and the list of names and phone numbers from your client, now you should be ready to make phone calls. The first call will be to your existing clients. You’ve sent them a letter to expect your call. They have your referral letter from someone they know.
Plan your calls. What are you going to say? Here’s an example: “Hi, Bill, Did you get the letter I sent you? Your friend Robert recommended that I contact you to introduce you to our referral network. He felt that your company would make a great fit. Would you mind sending me some information on your company?
This approach throws any company receiving a sales call for a loop. They are given the chance to sell themselves to you. If they do cooperate, you know that you now have a solid contact. Send them regular information on your industry and invite them to contribute to your newsletter. Let them know that you have a wide distribution for your newsletter. Ask them if they know of anyone who should be contacted for the referral network, and that you will appreciate a referral letter to introduce them to the network.
Keep an electronic database to keep track of the referrals and the people who made the referrals. Let your newsletter do the talking and phone all your prospects at least once a month. Find out if they are interested in promoting their services in your newsletter and if the time is right to do business.
Don’t take the telephone for granted. Don’t be afraid to promote your business over the phone. It’s one of your most powerful sales tools. Expensive mass media, like TV and newspapers, can’t match the telephone’s ability to touch prospects and customers in very personal ways. People want and need your product or service. You want to make sure that they know and trust you when the time is right for them to make the decision. Build value into the deal and you won’t have to lower your prices.
People are willing to do business with people who they feel can solve their problems effectively and can be trusted to do it well. Build your relationships and you won’t have to worry about a recession. Contact me if you need more information on building your list of prospects.
